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Packaging As an Effective Marketing Tool by Not Available (1996, Hardcover)
Goodwill of North Georgia (8500)
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About this product
Product Identifiers
PublisherCRC Press LLC
ISBN-101858020999
ISBN-139781858020990
eBay Product ID (ePID)52845044
Product Key Features
Number of Pages200 Pages
Publication NamePackaging As an Effective Marketing Tool
LanguageEnglish
SubjectIndustrial Design / Packaging
Publication Year1996
TypeTextbook
AuthorNot Available
Subject AreaTechnology & Engineering
FormatHardcover
Dimensions
Item Height0.7 in
Item Weight18 Oz
Item Length8.5 in
Item Width6 in
Additional Product Features
Intended AudienceScholarly & Professional
Dewey Edition20
IllustratedYes
Dewey Decimal658.8/23
Table Of ContentPackaging as a Marketing Tool: Introduction Integrated Marketing Cost-Effective Packaging Profit Packaging Overview Example Increasing Sales: Competitive Strategy New Markets Product Variants Promotions Added Value Branding Packaging-Size Changes Premium Products: Product/Package Differentiation Packaging Design Information Design Phase Added Value and Consumer Convenience: Negative Pack Values Added-Value Benefits Introduction of Added Value Examples Added Value and Consumer Convenience Brand Values: What is Branding? Brand Movement Corporate Identity Brand Values Brand Levels Role of Packaging New-Product Development: New-Product Development Program Pack Presentation Packaging/Product Opportunities Case Study 1 Case Study 2 Approach to New-Product Development Retailer Acceptance: Selling in: Retailer Viewpoint Retailer Relationships Packaging and the Retailer Reducing Materials Costs: How to Reduce Materials Costs Future Use of Product Alternative Materials Packaging Methods: Folding Cartons Rigid Boxes Hanging-Pack Formats Flowraps Bottles and Jars Flexible Tubes Thermoform/Fill/Seal Composite Containers Bags Rationalization: Dimensions, Styles and Materials Methods Components Print Warehousing and Physical Distribution: Operational Integration Warehousing and Distribution Product/Pack Size: Larger Packs Multipacks Smaller Packs Variety Packs and Kits Design Innovation and Research: Design Innovation Packaging-Design Research The Future Index
SynopsisTraditionally, packaging has been the responsibility of specialist designers and suppliers. And ensuring cost effective packaging has been left to production, purchasing and packaging engineering departments. The importance of brand values in packaging is now recognized. With the dominance of self-service outlets the pack is the "silent salesman." Its effective use is vital to a successful marketing strategy. Whether you are working on an existing or new product, or venturing into new markets, packaging is a critical consideration. It will enable you to direct the focus of packaging design to improve design and cut costs. Guidelines are contained for you to achieve the optimum balance between packaging costs and sales performance. You will be shown how to think through the options prior to and during design work as well as how to maximize your own vital contribution.
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